It others, the chef says, “How zesty do you want it?” and “A little? A little more? How about a lot more?” He loses his shirt when flames consume it, revealing his chest and abs. The character presents himself as sometimes shy and sometimes playful.

The campaign isn’t restricted to just commercials. The chef is scheduled to make appearances on television shows and a website. Using social media, fans will be able to send his image via “zestygrams.”

A spokesman for Kraft says the campaign is, “targeted toward our salad dressings consumer, who we define as a mainstream foodie. They enjoy cooking and creative expression, and this campaign speaks to them in a way that recognizes she is an individual in addition to being a mom.”